A quick introduction into best practices for email marketing using the MailChimp Email Marketing platform

1. Using MailChimp for
Email Marketing 101

2. Agenda
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Introductions
Email Marketing v’s Spamming
6 Steps to Effective Emails
Managing Lists
Templates
Campaigns
Reporting & Optimisation

3. Who we are, and what we’re hoping to achieve today
Introductions

4. Anthony Congdon
rethinkmarketing.com.au

5. Todays Presentation
bit.ly/MailChimp101

6. A quick guide how not to be a spammer
Are you a secret spammer?

7. SPAM ACT
what the law says…
The Spam Act 2003 prohibits the sending of unsolicited
commercial electronic messages—known as spam—with an
Australian link. A message has an Australian link if it
originates or was commissioned in Australia, or originates
overseas but was sent to an address accessed in Australia.

8. What is a commercial message
according to Australian Communications & Media Authority (ACMA)
The Spam Act 2003 defines a commercial electronic message as:
 offers, advertises or promotes the supply of goods, services, land or
business or investment opportunities
 advertises or promotes a supplier of goods, services, land or a provider of
business or investment opportunities
 helps a person dishonestly obtain property, commercial advantage or other
gain from another person.

9. The in’s and out’s of consent
how not to upset your customers, or break the law
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Express consent
 E.g. filling in a form, ticking a box on a website, over the phone, face-to-face
or by swapping business cards
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Inferred consent
 via an existing business or other relationship, where there is reasonable
expectation of receiving commercial electronic messages
 Publicly available email addresses

10. Consent Pop Quiz
how not to upset your customers, or break the law
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How do you prove sufficient consent to send messages?
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Can you email customers to obtain their consent to send messages?
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Can you use pre-ticked boxes to obtain consent to send messages?
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Do you have consent if recipients don’t object or unsubscribe?
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Can someone subscribe or give consent on someone else’s behalf?
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Can you contact someone who has published their email or phone number online?

11. How does Mailchimp deal with spam?
Mailchimp will Freeze or terminate your account if you trigger any of the
following metrics
 0.1% of your emails marked as spam
 >5% of your list bounces
(watch this one for your first campaign)
 Mandatory unsubscribe
 You must include your contact information inside every email
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12. Getting results by doing the right things
6 Steps to Effective Emails

13. 1. Create Compelling Content
Make sure your emails have
 A compelling subject line
 One central idea
 A clear call to action
 Include social share options
 Relevance to the reader

14. 2. Use the right tools
in case you we’re wondering no Outlook is not one of them
Modern Email Marketing Systems support
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Automated list management
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Easy email design & layout
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WYSIWIG Testing for different email apps

15. 3. Test Deliverability
make sure that your audience can read it
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Make sure it works on ALL devices
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Offer both a HTML and text version
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Check it for SPAM

16. 3.1 Deliverability & Devices
What do people read their emails on?
Source Litmus – emailmarketshare.com

17. 4. Segment your audience
because everyone is differerent
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Match the content of your email to your
audience’s interests.
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Demographics – e.g location
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Psychographics – e.g. values
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Behaviours – e.g. purchasing history

18. 5. Its all about timing
learn when best suits your audience
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Take the time to learn from your audience the best time
for them
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Generalisations are generally wrong

19. 6. Do, Learn, Adjust, Iterate
make sure that your audience can read it
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No one gets it right first time around
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Learn to read your reports
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Check it for SPAM

20. And what you can use it for
All about MailChimp

21. What is Mailchimp?
Quote:
MailChimp helps you design email newsletters, share them on social
services you already use, and track your results. It's like your own
What I Say:
MailChimp is an email sending and marketing platform that both
campaigns and touts ease of use.
Easy to use web interface – customizable API
SPAM Control services help you stay in the white-list.

22. Main Features
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Social Network Integration
Optional Co-branding
Templates
A/B Split Testing
Custom variable tracking
Google Analytics
Inbox Inspector
Auto Responders
Groups / Segments

23. Who can use Mailchimp?
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They have all size plans available:
 Free Plan
 Non Profit Discount
 Up to 3.1 million subscribers / 24.8 million messages a month

24. Pricing Options
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Free Forever
 0-2000 Subscribers / 12,000 Month
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Unlimited sending plans
 500 subscribers / $10
 … more
 Up to 25,000 / $150
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Pay as you go (like a stamp ranging
4
¢
100
to 3¢ per email)

25. Free vs. Paid
Deliver
Mailchimp Branding
Autoresponders
Spam Filter Diagnostics
Email Client Testing *
Delivery by Time Zone
Share
Social Pro * * *
Forever Free
Paid Plans
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Forever Free
Paid Plans
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26. Building, managing and optimising
All about lists

27. What’s your approach?

28. Things to remember
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Keep your list clean of bounces and unsubscribes*
Ask subscribers add your email address to their contact list.
Use groups for segmentation not lists
Try not to delete lists unless necessary
Verify the list import
For more details visit eepurl.com/nWdfr

29. Building, managing and optimising
All about templates

30. Types of templates
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Drag & Drop
Basic Templates
Predesigned Templates
AutoConnect Templates
RSS-to-Email Templates
For more details visit eepurl.com/gZdq

31. Building, managing and optimising
All about campaigns

32. Start with a subject line
Four words to avoid – }
Help, Percent Off, Reminder & Free*
 Make it personal.
 Keep it fresh
 Keep it short (<50 characters)
 ALWAYS, ALWAYS AVOIDE HYPERBOLE!!!
 Who’s it from
 Could you try a question?
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For more details visit eepurl.com/nWdfr

33. The good, the bad & the ugly
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Music Camp - Important Travel Information
▪ Open Rate – 93%
▪ Information I need now
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Final reminder for complimentary entry to attend the
Bunbury BCI Cluster Conference 2014
▪ Open Rate 0.5%
▪ Reminder and subject is too long

34. Using the subject line researcher
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Use the MailChimp Big Data repository to improve your
subject line

35. Building, managing and optimising
Reporting made easy

36. What we have covered today
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Email Marketing v’s Spamming
6 Steps to Effective Emails
Managing Lists
Templates
Campaigns
Reporting & Optimisation